Chapter 14 - Group influence and communication. This lecture explains how groups are defined and their influence on consumption. Marketers use information about groups to devise various strategies and utilise groups to communicate information about their products. The concept of diffusion of innovations or ideas is an example of the influence of groups in marketing. | Chapter 14 Group Influence and Communication Group function and classification of groups Impact of reference groups on consumption Marketing strategies based on group influence Roles of group members and marketing strategies Group communication Importance of opinion leaders Diffusion of innovations Adopter groups and their characteristics 14– This lecture explains how groups are defined and their influence on consumption. Marketers use information about groups to devise various strategies and utilise groups to communicate information about their products. The concept of diffusion of innovations or ideas is an example of the influence of groups in marketing. Group Influences By way of introduction, this figure provides an overview of how groups influence purchases, consumption and communication. It shows that group members identify with others by indicating their associations, their aspirations and groups that they wish to avoid, and this provides aspects such as rewards and a form of identity for them. Fashion clothing can be an example, or the shopping location chosen. (See page 451.) Groups and their Definitions Group: ‘Two or more individuals who share a set of norms, values, or beliefs, and have certain implicitly or explicitly defined relationships which make their behaviour interdependent’ Reference group: ‘A group whose presumed perspectives or values are being used by an individual as the basis for his or her current behaviour’ 14– A group, in its broadest sense, includes two or more individuals who share a set of norms, values or beliefs and have certain implicit or explicit relationships such that their behaviours are interdependent. Whereas A reference group is ‘a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behaviour’. (See page 451.) Types of Groups Membership either yes or no Degree of contact larger groups generally have less contact primary groups generally have frequent . | Chapter 14 Group Influence and Communication Group function and classification of groups Impact of reference groups on consumption Marketing strategies based on group influence Roles of group members and marketing strategies Group communication Importance of opinion leaders Diffusion of innovations Adopter groups and their characteristics 14– This lecture explains how groups are defined and their influence on consumption. Marketers use information about groups to devise various strategies and utilise groups to communicate information about their products. The concept of diffusion of innovations or ideas is an example of the influence of groups in marketing. Group Influences By way of introduction, this figure provides an overview of how groups influence purchases, consumption and communication. It shows that group members identify with others by indicating their associations, their aspirations and groups that they wish to avoid, and this provides aspects such as rewards and a .
